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The article offers the author's insights on how to gain success in business through understanding the needs of the customers and mentions the success of Jay's Sporting Goods owner Jeff Poet and Advanced Technology International (ATI) owner John Chvala.

Examines the importance of customer satisfaction in the success of am enterprise. Need for business owners to make it their mission to satisfy customers regardless of costs involved; Realization that one can replace the self-defeating tactics of the gross profit agenda with the customer...

Focuses on the importance of customer satisfaction in attaining business success. Industrial trends that influence the relationship between businesses and customers; Responsibilities of chief executive officers in relation to customer service.

Reports on the 1998 American Customer Satisfaction Index, a survey of how United States consumers rate a wide range of products and services. How it is helpful to managers; How it is compiled; Long-term trends and one-year swings it reveals; The police as the industry group scoring the biggest...

Reports on the potential of surveys like the American Customer Satisfaction Index (ACSI.) How they help managers; The tracking of customer attitudes; The discovery of a company's basic problems and how they can be fixed; Limitations of the ACSI; Reasons for the growing stature of ACSI.

Companies spend vast amounts of money to collect customer satisfaction data, but most do little with this information. They merely go through the motions and end up with no real improvements. Worse yet, many of these same companies have no idea there's a problem. This article outlines a method...